2018中国移动互联网用户行为洞察报告-112页

n
O2O
b
c
74.9%
了
e
n=1517 v =
i
v
ib
c
33
APPg
• d ”
r
互
n
b
c
58.5%
81.8%
42.8%
77.8%
17.6%
66.9%
13.9%
55.6%
11.1%
58.4%
n=1517 =
ib ib
c c
34
APPgk
• k • 云k 云b ， d ck ” k
r
互 d n 互
b c
48.1%
20 21-30 31-40
8.0% 56.1% 26.8% 7.8% 1.2%
”ib ”ib c c
51.9%
41-50 50 m
n=1517
4
• •
md t
” 互
td
12.4%d
”上万
万
d
7.6% 7.3%
TOP10
t 上万 万 7.6% 7.3% 6.8% m t 5.5% 5.1% 4.2% 3.7%
cib ib
c c
22
3C
• •
”
g
3C 互 d
3C
互
3C
71.7%
26.9%
16.4%
14.9%
”
d
t
d
d
t
d
o
n=758
”
ib
c
23
3C
•
g
3C d d 54.4%d ” 互
3C
54.4% 50.2% 39.8% 26.2% 26.0% 25.9%
TOP10
23.5%
18.9%
18.2%
18.1%
l
东
n=758
n
d
b
c
24
：
•
”
g
d ” ： d
：
”两 三互
TOP10
39.4% 两 三 32.3% 29.7% 26.6% 22.3% / / a 21.3% 21.2% ， / － ， 13.0% 20.8% 19.8%
n=419
：
”ib
c
25
：
• ：
g；
：
：
d；
500
500 互
41.2% 38.3%
ib ib c c
36
APPgKEEP
• KEEP云 • KEEP云 云 互 l互
r
t
n
b
c
KEEP
31.1% 29.6% 23.2% 22.2% 16.6%
78.7% 74.1% 62.5% 61.0% 53.9% 62.9% 55.0% 58.8% 56.6% 58.0%
ib ib c37 c
n=407
87.4% 78.2% 71.2% 59.9% 52.9% 85.5% 73.9% 66.4%
85.3% 88.7%
87.0% 86.0%
55.9% 50.3% 42.5% 32.0%
21-30 c b dBB c b
31-40 云 c b
41-50 云 c
”ib c
云
17
g
• • m d ”680 互 d
”
n=660
”
ib ib
c c
14
－
• 76.7% • •
g
－互 d d 云 么 云 云 云（
－d
d 22.8%d l互 l互 TOP3 ” 互
TOP10
22.8% 6.4% 6.2% 5.5% 5.5% 5.4% 4.8% 3.8% 予 3.4% 3.4%
n=337 n=250
TOP3
n
d
”
－
－ib b
k k 365 k 16.8% 13.3% 8.8% k b ， ck 乔k 91
n=1517 =
34.7% 25.2%
81.5% 74.7% 69.9% 63.1% 73.1% 72.3% 69.0% 64.2% 52.1% 56.4%
ib ib c35 c
8.6% 7.6% 7.0% 6.7% 3.4%
l
30.6% 48.8%
50.9%
，
13.0% 7.3%
45.4%
3
n=1517
1
”
”
”ib ib ib
c c c
8
D
• 互 ” p d ” 互78.0% 云
p
87.4% 84.5%
, d d o
78.0% 77.7% 66.7% 64.7% 60.9% 52.5%
b
top2
c c9
n=1517
d
2018
；
?VK p4M? YZN d 云 InMobi “
d 4WW
?VK 互 d 云
d
ADv d 互 ”
+AdMaster
1517
ü ü iOS 1258 259
2018.4.9-2018.5.3
Part A
2018
3
28.3
• • 互 m d 互 48.1%d 21-30 51.9%互 d80% m 21-40
c c c
12
；
• ； • m
g
互 1000-9999 d
d
”
9191 互
g9191
28.8% 1000 1000 57.5% 3000 5000 13.6% 10000 30000 n 4.7% 21.7% 24.4% 25.3% 18.9% 3.9% 1.0%
” ” ib ib c c
-2999 -4999 -9999 -29999 -49999 5k m
13
n=660
g
• • 互 h
d
k
k
m
m
d 70%互
88.3% 75.8% 59.5% 40.5% 23.2% 11.6% 12.0% 0.0% 1000 n 1000 1.1% -2999 3000 -4999 7.0% 5000 -9999 30.1% 22.6% 4.5% 10000 -29999 21.0% 11.7% 0.0% 30000 -49999 0.0% 5k m 76.4% 62.9% 72.9% 79.0%
500-999 1000-1999 2000-4999 5000-1kbo 1-3kbo 3-5kbo 5-10kbo 10-50kbo 50-100kbo 1kc 3kc 5kc 10kc 50kc 100kc
100k
p2p 也 p2p
n=161 n=309
P2P
P2P m
m
/也
ib ib
c c
21
57.3%
30-40k 40-50k 50-80k
80k
n=337 n=194
l
l
”
－
－
－
ib ib
c c
16
g
• • 中d40 d m d 中云
d
21-30 互 n
中
云 互
100.0% 90.0% 80.0% 70.0% 60.0% 50.0% 40.0% 30.0% 20.0% 10.0% 0.0% 20 中b
b
Part B
2018
10
• •
云 云 3C
云
－云p2p 云
云3C
云 d APP
互 互
P2P
69.2%
39.9%
3C
86.5%
l －
83.1%
57.3%
n=1517
69.1%
11
g
• • d 204.18k m 互 v 互
v
69.2%
n=759 n=525
55.4%
204.18Bv
”
2
”
ib ”ib ib
ib ” ”i ”i
g(*+.*
4.3% 5.3% 8.6% 8.4% 11.8% 24.6% 17.2% 10.3% 3.5% 6.1%
cb b b c c c
2,000-3,999 4,000-5,999 6,000-7,999 41.8% 8,000-9,999 10,000-14,999 15,000-19,999 东 /MBA/ 5.2% 20,000-24,999 25,000-29,999 0.4% 30,000 m
11.2%
New Balance
361
n=419
n
d
：
b
c
27
g；
• 69.1% • ” 互 d ”
d
互
o , 12.9%
, 3.3%
, 31.0%
69.1%
24.9%
,
, 27.9%
” ib ”ib c c
28
n=339
”
• ”
g
d ” d 互
TOP10
Channel Dior HERMES ARMANI GUCCI 予 BURBERRY Cartier COACH之予 LV（ PRADA 27.1% 24.3% 21.7% 19.9% 19.4% 18.1% 17.8% 16.7% 43.0%
c c
15
；
－
g
l 10-30k 互 －
－
互
d
10k-30k
• 57.3% • ；
C
g27.2k
5k 5-10k 10-20k 20-30k nb b b b b b b 5kc 10kc 20kc 30kc 40kc 50kc 80kc m 6.8% 6.6% 4.5% 4.0% 9.7%
C
29.4% 26.2% 12.7%
n=421
”ib
c
19
g
• 55.6 % P2P互
P2P
P2P
55.6%
P2P
也
21.5%
P2P
39.9%
n=758 p2p 也 p2p n=425 n=425
”
P2P
b
也云 P2P
云
也 cib ib
c c
20
P2P
•
g
8k
P2P
dP2P
也
d 也
5k
5000-1k
也
互
5000-3k
P2P
g80144
于k
APPgWPS
• WPS • Microsoft 互 d
r
互 n
b
c
WPS Office 买 41.8% 37.9% Microsoft OneNote/PPT/EXCEL/WORD 30.1% 24.6% 17.0% 5.1%
n=1517 =
55.2% 60.5% 61.2%
84.7%
73.4% 62.2% 56.3% 59.2%
“ Nike+
13.9% 10.8% 9.3% 8.8%
n=1517 =
丰
8.0%
APPg
• 云
d
51.8%
n=328
n
d
b
c
29
Part C
APPn 2018
30
App
• • APP
业
d ” 互 互
APP
61.1% 60.9% 51.6% 48.8% 46.7% 31.2%
n=1517
APP
n
ib
c
31
APPg
• 云 云 t 云 l互 n
v 77.1% 65.2% t 38.1% 34.6% 28.8% 27.4% 1 25.4% 24.1% 14.8%
300
互
m
25.7% 23.6%
24.8%
680v
13.5%
g
7.4% 4.5% 0.9% 100 n 100-299 300-499 500-999 1000-1999 2000-2999 3000 m
n=407
m
”ib
c
18
g
Βιβλιοθήκη Baidu• d
m
” d ” 丝 互
69.1% 63.5% 丝 58.0% 54.3% 50.2% / 16.7% / 14.2% 8.8% 7.4% 26.3%
” n ib c
12.4%
6.5% 6.4%
n=1517
5
• •
m m
d d
d
41.8%互 6688 d 13473 互
g6688
n 20.9% 2000 31.6% 13.9% n 6.4% 12.0% 20.7% 14.0% 15.8% 10.2% 3.3% 1.4% 1.1% 1.1% 2000 n 2,000-3,999 4,000-5,999 6,000-7,999 8,000-9,999 10,000-14,999 15,000-19,999 20,000-24,999 25,000-29,999 30,000
m
n=1517
云 云
云 云
6
• •
s d
m
d s 互
s
互
s
29.7% 18.7% 16.4% s b / / c s 6.1% 6.1% s / / 4.1% 3.6% 2.7%
s”ib c
11.6%
n=1517
7
• • •
md dl d 50.9%互 55.4%互
48.8%d
”
，d
30.6%互
n=1517 v =
n
O2O
b
c
67.6% 55.2% 50.1% 25.6% 25.2% 23.6% 21.7% 18.3% 19.9% 14.3%
i v ib c
64.2%
32
O2O
•
APPg
O2O d
O2O
” 云 －互 O2O n
v 79.7% 64.3% － 56.9% 49.5% 42.6% 33.3% 个 27.9% 20.0% － 13.4% 13.0% 50.0% 46.3% 41.1% 31.2% 23.7% 19.4% 15.4% 13.3% 12.2%
555v
g
10.1% 6.6% 3.5% 0.4% 100 n 100-200 201-500 501-1000 1001-2000 2000 m
n=419
：
”ib
c
26
：
•
g ”
d ” v ：
：
dr 互
TOP10
54.3% 49.0%
24.7%
21.8%
18.1%
16.4%
15.7%
15.4%
15.0%
3C g 83.1%
• 85.3% 3C
3C
d 3C
d
互
”
3C
65.5% 40.6% 33.9% 27.0% / 25.6% 23.6% 22.3%
3C
19.7% 18.1% 18.1% 16.6% VR － 9.6% 9.2% 16.2% 12.8%
83.1%
n=758 n=627
1
”
3C
b
云
云 n
500 n 4.7% 7.7% 7.5% 19.5% 19.3% 9.5% 8.9% 9.5% 2.3% 1.9% 9.4% 500
P2Pr
也
n 3.7% 14.2% 11.2% 28.0% 11.5% 14.5% 3.7% 1.6% 0.5%
g22440
10.9%
500-999 1000-1999 2000-4999 5000-1kbo 1-3kbo 3-5kbo 5-10kbo 10-50kbo 50-100kbo 1kc 3kc 5kc 10kc 50kc 100kc m